Persuasion: Final Outcome

Here is my final outcome with all of the different elements placed together.

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Overall I am very pleased with the final outcome and I do believe it feels like a persuasive campaign. Although the cups are the main focus, I’m glad I took Ian’s advice and made the touchpoints because I think it feels more like a fully rounded campaign. I think that the mask almost acts like a symbol for equal pay and is something that would become instantly recognisable and as Neil said to me during a tutorial, a mask is a powerful symbol. Therefore, although it is witty and quite fun, there is a serious undertone to it. The choice of purple came from Fawcett’s logo and I chose yellow because it is a complimentary colour to purple and also because yellow is associated with positiveness – which is what I wanted this campaign to be; positive.

The project on the whole was extremely fast moving and was very open, but I am pleased with what I have achieved in the time we were given. I learnt how to use a prototyping software – something I have never even attempted to use before and I took a different approach than normal in order to push myself out of my comfort zone.

 

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Persuasion: Ideas

Reflecting on my research, what really stuck out to me was reading the statistic that at the current rate, it will take 62 years before equal pay is achieved. I think it struck me because it will be something that will affect me and my career. My friends had a similar reaction when I told them and I therefore thought that this was a good place to start the campaign.

I was also really inspired by the packaging design campaigns and adverts I had researched. I just felt they were fun and interactive and engaged with the user more, making it more memorable in my opinion. As my target audience are students, I know it can be difficult to really capture their attention, so I feel that packaging design is a good direction to take.

I came up with some rough sketches looking at different avenues that I could explore.

The two different ides I had were to either look at coffee cup design or to look at confectionary packaging for cookies for example because hot drinks are bought everyday and even if someone doesn’t drink hot drinks, coffee cups are seen all over campus. And food like cookies are loved by so many people.

My initial idea was to give out either the food or the drinks at stalls in career fairs and target my audience through these events. However, after speaking to some of my colleagues, they made me think of the complications with food, in regards to allergies, students trying to eat healthy and different taste preferences. Whereas it’s up to the individual on what drink they get, the cup will still remain the same, but this makes it awkward logistically to use at a stall in these events.

Speaking to my colleagues, they got me thinking about potentially having a sort of ‘take over’ day.

This gave me the idea to replace all of the coffee cups used on campus and replacing them with a designed coffee cup for one day. This would spark an interest and would make quite a loud statement that would grab the attention of staff and students alike.

I therefore decided to work with my coffee cup idea and refine the design of how it would work.

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The idea behind my design is simply the coffee cup sleeve acts as a mask of the cup. So there is an illustration of a women’s face on the main body of the cup and when the sleeve is placed over, there is an illustration of a mask of a man’s face which would cover the face of the woman. The concept being that if change does not take place sooner then it would be easier for women to pretend to be a man in order to get the same level of pay.  There will also be information on the cup and a call to action.

It is intended to be something a little witty and engaging with a serious underlying message to try and get change to take place sooner.

Persuasion: Campaigns

Despite having already looked into various campaigns that were highlighted during the briefing. I have looked at other adverts and campaigns to try and develop more ideas and see the different avenues that could potentially be explored within my own campaign.

Drink driving campaign.

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I chose this because I like the different approach that has been taken through using packaging design to deliver the message. It is simply a car printed on the exterior of the bottle lid with the words ‘DON’T DRINK AND DRIVE’ on the inside. What makes it clever is that when the lid is on the bottle the car is in tact, but when it is removed with a bottle opener, the car appears damaged. A simple design using something that is very familiar and goes without a second thought but is transformed into a powerful message. It acts as a constant reminder whenever someone goes to have a bottle. The power is in its simplicity.

Ricola sore throat advert.

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I also chose this because of its approach. Ricola create sweets/ lozenges to target sore throats and I therefore think this approach works on a multitude of levels. The use of the sweet instantly relates to their products but the design on the packaging anchors what their products do. By unwrapping the sweet, you are relieving the character from his/ her sore throat, thus communicating that the sweet is the key to relieving a sore throat. Despite being very small, they are extremely fun and engaging and therefore resinate longer with the user. The illustrations of the characters are amusing to look at which add to the fun element of the design. They also communicate what they do very clearly and I believe it is the combination of these that makes it an extremely successful piece of design.

UN women’s equality campaign.

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This campaign is an extremely well known and well recognised campaign – and it’s clear to see why. The concept of the design is very clear with very few elements used. It relates to women’s equality and how women do not have a voice. The use of the search bar with the suggested results shows what is considered to be the ‘norm’ when it comes to women. By placing this over the woman’s mouth it instantly creates an impact that women are not treated as they should. The style of the photograph is also well considered with light being focused in the centre, on the face, with the surrounding area being darker. You are immediately drawn in to her eyes and feel as if she is looking at you intensely. There is also an impact created with the scale of the image in the frame; the woman’s face takes up the whole space, making it prominent for the viewer that this is regarding women.

Anti-harassment campaign.

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I chose this piece because of the clever use of negative space to create the image of the woman. When I first saw the advert, I immediately understood that it was relating to harassment from the facial expression of the woman and the placement of the hands. The hands highlight very sensitive areas of the body which create a very uncomfortable feeling, which is one of the reasons I think it is successful, because it conjures an emotion within the viewer, which is how change occurs. It is immediately recognisable and communicates the message very effectively, making it a successful piece of communication.

Anti-smoking campaign.

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This is another piece of packaging design, however, this illustrates the effects of smoking in a more engaging manner. Rather than placing shocking images on to the packaging, it animates the loss of teeth that occurs from smoking by making the cigarettes the teeth and as they are removed from the packet, the teeth are lost from within the mouth. As this makes the individual interact with the packaging, it makes it more memorable meaning the message will remain with them for longer, creating more of an impact.

Creative Equals.

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These are a series of animated logos created by Creative Equals to illustrate inequality between men and women. The organisation have re-worked a series of well-known logos that contain male figures and created female versions to highlight the issue of the lack of equality between men and women and highlights how it is even found in some of our most beloved brands. This brings the question of who made these decisions and whether they reflect the gender typically found at the top of the pyramid. It is a clever, yet simple concept that engages the viewer with the issue. It is a design that will engage more than just designers because the brands are so well known with millions of people that the connection will be instant.

Overall, I think that what these campaigns share is that simple thinking is the most effective way of getting a message across clearly. I also feel the ones where the user has to interact with the design to be the most memorable because they are engaging. I think that this is the avenue I would like to explore within my own campaign as I feel it is the strongest way to engage students in an issue where a change in behaviour or thought is desired.

Persuasion: Research

The Issue.

For this brief I have decided to look into the issue of the gender pay gap because it is a current issue that is relevant not only to myself but to women in general.

On a personal standpoint, I feel it is an issue that simply shouldn’t exist and is frustrating to see and hear that it does. This frustration is what I see in a lot of women and I believe it this frustration that will drive change to take place.

Looking at it objectively, I have done research into the issue to gain facts and statistics in order to deepen my understanding of the issue.

So what is the gender pay gap?

‘The gender pay gap is the percentage difference between average hourly earnings for men and women.’ – BBC

What’s the difference between equal pay and the gender pay gap?

‘The pay gap isn’t the same as equal pay. Equal pay – that men and women doing the same job should be paid the same – has been a legal requirement for 47 years.

Under the Equal Pay Act 1970, and more recently, the Equality Act 2010, it is unlawful to pay people unequally because they are a man or a woman. This applies to all employers, no matter how small.

So, a company might have a gender pay gap if a majority of men are in top jobs, despite paying male and female employees the same amount for similar roles.’ – BBC

The Independent published an article looking into the issue and highlighted that ‘women across the UK would collectively be paid £90bn more if it weren’t for the gender pay gap.’ It also stated that the average for the gender pay gap in the UK is now at 17%. When broken down full time roles average a 9% gap and part time roles average an 18% gap.

To add to these figures another report published by the Independent shows that the gap between men and women earning over £100,000 in the UK has widened by 23% over five years. To break this down, law firm Wilsons published a report showing that there are 470,500 fewer women earning more than £100,000 compared to the 383,400 that were reported in the financial year 2010/11. As it stands, the figure for the number of women earning over £100,000 is 155,100 with the figure for men standing at 625,600.

So what’s the reason for this?

There are multiple reasons that this may be the cause including; caring responsibilities i.e. children, elderly etc. A divided labour market; women currently make up 62% of those earning less than the living wage according to the Living Wage Foundation. Discrimination; the ECHR found that 1 in 9 new mothers were dismissed, made redundant or treated so poorly they felt they have no choice but to leave. Finally, men make up the majority of the most senior roles at a company – which are the highest paid.

What’s being done?

Companies with more than 250 employees now have to publish their gender pay gap data publicly on to a government website by the 4th April 2018.

References:


The Client.

For the brief I have decided to select an organisation to act as a client as we have not been given one. I therefore chose the charity Fawcett.

Who are Fawcett?

Fawcett are a UK based charity who lead the way in campaigning for gender equality and women’s rights. They have been going since 1866 when Millicent Fawcett began collecting signatures to petition for women’s votes at just aged 19. She went on to make this her life’s work and lead the suffrage movement. 62 years later she, along with many others managed to secure voting rights for women in the UK.

Their Vision.

‘A society in which the choices you can make and the control you have over your life are no longer determined by your gender.

Their Values.

Dynamic, bold, spirited, pioneering, respected, practical, credible, engaging, plain speaking and approachable.

Their Mission.

‘We publish compelling research to educate, inform and lead the debate. We bring together politicians, academics, grassroots activists and wider civil society to develop innovative, practical solutions. We campaign with women and men to make change happen.’

What are they fighting for?

  • To close the gender pay gap.
  • To secure equal power.
  • To challenge attitudes and change minds.
  • To defend’s women’s rights post-Brexit.

Fawcett are currently funded mainly through its members, but also through grants from trusts for specific projects. The rest is then made up from donations, fundraisers and their shop.

In regards to the gender pay gap, their current campaign is to encourage conversation to take place between people both in the workplace and out of it. They have a pledge card that people can write on, creating a personal pledge that the individual will enforce. Many participants have photographed them and shared them on social media with the hashtag; #PAYGAPPLEDGE.

Reference:


Target Audience.

After much consideration, I have decided to make female students in their final year of study as my target audience. I have chosen this because I feel that for change to take place, you must start at the grassroots. Students tend to be ambitious and resilient, who want to see change take place. This has been seen previously with students voicing their opinions on matters that affect them and this is a major issue that will affect thousands of women getting ready to enter into the world of work.

A large part of the issue with the gender pay gap is the number of men that take up senior roles in comparison to women and if graduating females aim to reach these positions within their careers, then change needs to take place sooner.

Furthermore, students tend to have a lot of connections through friends, family, placements, part time jobs, large followings on social media etc. therefore, this is a message that is able to spread far and wide and bleed into society much more efficiently. Many students are also international and may return to their home countries after graduation, they are able to take the message back home and potentially influence others to campaign for change; however unlikely – just as Millicent Fawcett did in 1866.

Creative Review: Jigsaw’s Advert Campaign

Scouring through Creative Review, I came across an article looking into Jigsaw’s (a luxury British fashion brand) latest advertising campaign. The campaign titled ‘Heart Immigration’ made a rather bold and political statement into the often complicated issue of immigration.

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What I love most about their new campaign is their direct and to the point approach. There is no hidden message that can be debated – it is clear that they are in favour of immigration and without it they would not be the company known today.

It shows that sometimes being direct without waffling and having hidden messages is the best way to be. It has potentially to cause a stir, but if it gets people talking about the issue of immigration in a positive manner rather than the usual negative manner then they have achieved their goal. This bold campaign will definitely turn heads and for this makes it a very successful advertising campaign in my opinion.